How Do I Know Who To Target With My Marketing?
Alright, guys, welcome to #WeBuildWednesdays! This is episode seven and the question we’re going to answer is, “Who should I be targeting?”
Big Businesses: Who Should I Target?
This seems like a very simple question, seems like you already know the answer, but there’s some additional information you can very likely get about your consumers and it’s actually really easy to attain. I will say, before we get started, if you’re a little bit of a bigger business, if you’ve been around a while, if you have really clean CRM data or you’re really, really good at Google Analytics data with transaction values in there, that’s gonna be that’s gonna be really good. What you’re going to want to do with that aspect is optimize to your
average lifetime value of the customer and, if you can, you’re gonna want to segment by your number-one customers or that group of your best customers. And you’re gonna want to determine that particular audience and not so much your average customer. That’s what a lot of people go after. What businesses tend to do is they’ll optimize for their average person. In reality, they should identify their best customers and go after people that are lookalikes of their best customers. You want to go after the best people and that’s where you’re gonna want to start, but that’s a discussion for another day.
Small Businesses: Who Should I Target?
What I’m going to show you today is a little bit more for those businesses that don’t quite know who they might be targeting or they have an idea. Let’s say you’re selling socks. Obviously, everyone needs socks but there are other ways you can find these people based on what they like, find what they’re after, and you can take those similar interests or demographics and use that to your advantage.
Facebook Audience Insights
The tool I want to talk with you today about is the Facebook audience insights tool. Here, it’s using this page, and all you have to do is go to Google, type in Facebook audience insights, and you’re gonna click on the first link that comes up. There’s going to be a nice little thing that explains to you what the audience insights tool does. At the very bottom is a link that takes you to this page. Once you get here, you have the option of selecting everyone on Facebook or just people connected to your page. Obviously, you’re going to want to select everyone on Facebook if you’re unsure and this is where it gets fun.
I’m logged in here. This is a basic representation of myself over here, so you guys can see this is a basic representation of everyone on Facebook. You’re gonna see that as we put different metrics in here, these are going to change based on what you put in. So, for instance, I type in Naperville, Illinois. That’s my location. Well, let’s say I’m a local business in Naperville and I know that I’m selling to people who are in Naperville. They don’t travel for this particular item, so I put that in. Here is the population of Facebook that lives in Naperville. Now let’s say I sell alcohol, right, I’m a bar. Well, you have to be 21 and up, so obviously that’s kind of who I’m appealing to here, and if I’m selling alcohol, I’m gonna type that in as an interest and just see what I get here. I’m gonna keep it pretty simple for this, just so you can kind of see how this tool would work. So, right now, I’m targeting Naperville, age 21 and up, and an interest in alcohol. I realized it’s very generic. I also realize that, in a real example, we would not target people who have an interest in alcohol. Looks like 68 percent of our audience is women and that’s huge because 54 percent of the Facebook population is women. On average we’ve got a lot more women here in the neighborhood area who like alcohol, so that’s really good to know.
You can see related age group, you can see the total percentage of Facebook users, and see how that compares with your selective audience, which is also very interesting. The other thing you’ll find here is that a majority of these users are married more so than the average Facebook user, which is a good thing to take into account. Also, a college education is higher and much higher in terms of grad school. Now you’ve got their job titles and you can find out all the different things that these people do. You can look and see what pages these people like, which is extremely interesting.
So there, they’re looking at pages like your neighbor, Bill. Let’s talk, neighbor Bill. Main Street Promenade. This is awesome, if you know that these people follow these pages, so you can do things in tandem with these businesses, especially if they’re unrelated to you. You might be able to co-sponsor some kind of so advertisement ordeal and really get that going. I can benefit both of you: I’ll do things these people are looking at in terms of categories. These are the public schools they’re after, this is the butcher shop they use, this is the wine bar that they like to go to, here their charity organizations, hotels. I mean, you’ve really got a lot to go on here. Location, obviously.
When we look at this tab, because we sorted by location, this is going to be broken into surrounding cities for Naperville. You can, if you want to, look at languages here, majorities, English, and activity. This tab is one of the best because this is going to tell you if you should advertise on Facebook. The frequency of activities here is absolutely amazing, so you can see the median number of pages liked by your audience compared to the rest of Facebook. You can see how often they comment compared to the rest of Facebook and this audience, in particular, is extremely active. You can see that post like they are way more active than the rest of Facebook.
Last, but not least, ads clicked: 39 in comparison to the rest of Facebook, which is 13. These numbers that are in the last 30 days, so on average these people click in 39 ads in the last 30 days. If you’re in a bar in Naperville and you’re not advertising on Facebook, you’re doing it wrong. I’ll tell you that right now. There’s a ton of fun engagements and it’s looking for your stuff here. So this is just one simple tool, very easy to use, you can tell you a lot about your user base. Obviously, this is just your user base that’s on Facebook so take this with a grain of salt. This is not representative of your entire user base but, given that most people are on Facebook, I think it’s a pretty good representation and it can teach you a lot about these people and what they like, what they do, who they follow, who they are, quite a bit. So use this to your advantage.
This is #WeBuildWednesdays Episode Seven: How do I know who I’m targeting? Thank you!